Steve Jobs on Marketing and Values

to me marketing's about values this is a very complicated world it's a very noisy world and we're not going to get a

chance to get people to remember much about us no company is and so we have to be really clear on what we want them to

know about us now Apple fortunately is one of the half-a-dozen best brands in the whole world right up there with Nike

Disney Coke Sony it is one of the Great's of the greats not just in this country but all around the globe and but but but even a great brand needs

investment and caring if it's going to retain its relevance and vitality and the Apple brand has clearly suffered from neglect in this area in the last

few years and we need to bring it back the way to do that is not to talk about speeds and feeds it's not to talk about

MIPS and megahertz it's not to talk about why we're better than Windows the dairy industry tried for 20 years to convince you that milk was good for you

it's a lie but they tried anyway and the sales were going like this and then they tried got milk and the sales have gone like this got milk doesn't even talk about the product metric that focuses on

the absence of the product but but but the best example of all and and one of the greatest jobs of of marketing and though if the universe has ever seen

is Nike remember Nike sells a commodity they sell shoes and yet when you think of Nike you feel something different than a shoe company in their ads as you know they don't ever talk about the

products they don't ever tell you about their air soles and why they're better than Reeboks air soles what is Nike doing their advertising they they honor

great athletes and they honor great athletics that's who they are that's what they are about Apple spends a

fortune on advertising you'd never know it you've never known so when I got here we Apple just fired their agency we're

doing a competition with 23 agencies that you know four years from now with picked one and we blew that up and we we

hired Shaddai the ad agency that I was fortunate enough to work with years ago we created some award-winning work including the the commercial voted the best dad ever made 1984 by advertising

professionals and we started working about eight weeks ago and what we the question we asked was our customers want to know who is Apple and what is it that

we stand for where do we fit in this world and what we're about isn't making

boxes for people to get their jobs done although we do that well we do that better than almost anybody in some cases

but apples about something more than that Apple at the core its core value is that we believe that people with passion

can change the world for the better that's what we believe and we've had the opportunity to work with people like that we've had an opportunity to work with people like you with software developers with customers who have done

it in some big and some small ways and we believe that in this world people can change it for the better and that those people that are crazy enough to think

they can change the world are the ones that actually do and so what we're going

to do in our first brand marketing campaign in several years is to is to get back to that core value a lot of

things have changed the markets a totally different place than it was a decade ago and apples totally different and apples placing it is totally different and believe me the products and the distribution strategy and

manufacturing are totally different and we understand them but values and core values those things shouldn't change the

things that Apple believed in at its core are the same things that Apple

really stands for today and so we wanted to find a way to communicate this and

what we have is something that I am I'm very moved by it honors those people who

have changed the world some of them are living some of them are not but the ones that aren't as you'll see you know that

if they ever use the computer it would have been a Mac and the theme of the campaign is is think difference it's the people

honoring the people who think different and who move this world forward and it's it is what we are about it touches the

soul of this company so I'm gonna go ahead and roll it and I hope that you

feel the same way about it I do years to

the crazy ones The Misfits the rebels troublemakers the round pegs in the square holes ones who see things

differently they're not fond of rules and they have no respect for the status quo you can quote them disagree with

them glorify or vilify them now the only thing you can't do is ignore them because they change things they push the

human race forward and while some may see them as the crazy ones we see genius because the people who are crazy enough

to think they can change the world are the ones who do [Music] so that puts it out there and that puts

us out there saying this is who we are this is what we stand for I don't you

like it yeah yeah good I I know that some people will criticize us for you know not talking about all those things

about why we have better plug-and-play but we've got to let people know who Apple is and why it's still relevant in

this world and I think this will do a pretty good job